Ariat 使用数据来改善客户体验并推动成果
公司规模
Large Corporate
地区
- America
国家
- United States
产品
- Google Analytics
技术栈
- Google Analytics
实施规模
- Enterprise-wide Deployment
影响指标
- Revenue Growth
- Customer Satisfaction
技术
- 分析与建模 - 实时分析
适用行业
- 零售
适用功能
- 销售与市场营销
用例
- 需求计划与预测
- 零售店自动化
服务
- 数据科学服务
关于客户
Ariat 是美国领先的马术鞋类和服装品牌。他们的网站 - Ariat.com - 是一个电子商务销售渠道、一个品牌推广工具和一个展示其渠道合作伙伴的媒介。其目标是促进从认知到忠诚的整个购买周期。2010 年，Ariat 投入巨资打造了一个强大的新网站，以加强数字化。为了证明成本的合理性并报告投资回报，新网站需要一个全面的网络分析和报告程序。除了评估电子商务的关键绩效指标 (KPI)（例如收入和转化率）之外，Ariat 还需要衡量其新商品和促销功能的有效性，以及各种数字营销渠道的有效性。
挑战
Ariat 是美国领先的马术鞋类和服装品牌，该公司希望优化其数字营销渠道的绩效，提高其主页促销的有效性，衡量互动网站功能的影响，并了解除电子商务订单之外的所有转化的价值。2010 年，Ariat 投入巨资打造了一个功能强大的新网站，以加强数字化。为了证明成本合理并报告投资回报，新网站需要一个全面的网络分析和报告程序。除了评估电子商务的关键绩效指标 (KPI)（例如收入和转化率）之外，Ariat 还需要衡量其新商品和促销功能的有效性，以及各种数字营销渠道的有效性。
解决方案
Ariat 联系了 SwellPath，希望他们能协助评估分析工具，并就新网站的衡量策略提供一般咨询。SwellPath 认为 Google Analytics 是完成这项工作的合适工具，因为它具有灵活的衡量功能和高级分析工具。然后，他们创建了一个自定义衡量策略和分析框架，以使数据与 Ariat 的业务目标保持一致。该框架确保他们可以衡量内部促销活动、购物工具和产品页面功能以及所有数字营销渠道的有效性。SwellPath 还向 Ariat 介绍了“微转化”指标。这些操作可能不是直接完成目标，而是支持转化过程或具有其自身的内在价值。对于 Ariat 来说，这包括电子邮件注册、使用社交媒体按钮分享内容以及向渠道合作伙伴的出站点击。
运营影响
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